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This performance autoethnography may or may not be interpreted as a continuation of a conversation regarding the experiences of those with devalued statuses in academic settings. The authors rely on “strange accounting” to consider their experiences in the academy from various standpoints: before and after promotion, before and after leaving academia. While reflecting on our past experiences, we introduce the concept of “everyday precariousness” as a way of explaining the normalization of instability, insecurity, and negative affect that is part of everyday life for those with devalued statuses in academic settings and beyond. Everyday precariousness is an embodied experience for those in vulnerable positions. Normalized exposure to risks, such as discrimination, harassment, bullying, or structural instability, produces an undercurrent of threat that permeates academic culture. Our stories of everyday precariousness span race, ethnicity, class, academic roles, and gender boundaries (among many others). Analyzing these experiences furthers previous work on the uses of strange accounting as well as the dynamics of status silencing. In the final analysis, unresisted and unabated, everyday precariousness and status silencing can lead to institutional failure and resonance disasters.

In this chapter, we share narratives from our personal experiences with a shared focus on the relationships between personal identities and family language. The acquisition of a family language is said to be accompanied by a specific ‘intercultural burden’ (Kagan 2012), which is manifested at the intersection of different influences and psychological tensions. This psychosocial and cultural reality has the potential for the development of a true intercultural identity that brings together contradictions and conflicts of inherited cultural differences. Here, through a prism of three personal narratives, we create a series of questions and reflections in relation to the family language. The three voices are articulated through three auto-ethnographic accounts of individuals – two linguists and a theatre scholar who are both personally and professionally invested in the topic of post-migration. The common thread of the three narratives is the experience of Serbian as the first language. As an aspect of personal identity, the idealised concept of family language affects one's identity and makes a decisive impact on investment and potentially life-defining decisions.

This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity on consumers’ loyalty intentions, a key consumer-level outcome.

A survey method based on data from a sample of 405 new car owners was used for empirical analysis. Structural equation modeling was performed to test the hypotheses.

The results provide broad support for the framework. All the direct effects and the key indirect effect are significant, as predicted.

As consumers are seeking brands that are genuine in its communication and behavior, building authenticity will be crucial to engage customers and create meaningful social values.

This work develops a framework and empirical evidence of how experiential marketing can contribute to brand authenticity directly and through perceived quality.

Addressing stigmatized identity threat cues customers experience, this study aimed to uncover the effects of frontline employees' ethnic and body-size diversity which lead to customer self-objectification and negative store attitude.

The researchers conducted two studies: Study 1 utilized a one-way ANOVA and a PROCESS mediation model to test the effect of Western beauty-ideal stereotypes on stigmatized identity threat and self-objectification. Study 2 utilized a 2 × 2 experimental design to examine the effects of body-size diversity and ethnic diversity on perceived warmth of sales associates and store attitude.

Results demonstrate that retail store environments which present Western beauty-ideal stereotypes among sales associates cultivate higher levels of stigmatized identity threat cues with their customers, which leads to self-objectification. Also, our findings demonstrated that a lack of ethnic and body-size diversity (i.e. thin and White) among sales associates decreased the perceived sales associate warmth and in turn lowered store attitude.

Participants of the first study were limited by the White participants. The implications highlight the integral need for retailers to hire sales associates who fall outside the parameters of typical Western beauty standards because today's customers desire inclusive brands who do not discriminate based on ethnicity, body size and other characteristics.

This research utilized social identity theory to uncover the effect of retail sales associate stereotype on customer perception of employees, which has not to our knowledge been previously studied.

This paper examines the experiences of a team of female academics (teaching a large cohort of undergraduate students) and the coping mechanisms used to combat the challenges they confront in the Australian higher education sector.

Using a reflective autoethnographic method and strengths perspective, the authors share experiences as female professionals whose intersectional identities presented challenges that extend beyond those typically found in the current higher education setting.

The individualized nature of academic work exacerbates the systemic marginalization of female academics. Adopting a flock culture serves as a support network for addressing the various intersectional challenges. The authors liken the “flock cultural approach” to a “sisterhood” where individuals impacted by intersectional challenges build a strong and cohesive unit to support each other by utilizing their combined strengths to create positive synergy to cope with ongoing workplace challenges.

The study highlights the benefit of the strengths perspective to understand how female academics with intersectional identities can overcome the challenges of their highly individualized profession.

This paper highlights the importance of building team-based work, cultivating collective achievement and high trust in a highly individualistic profession.

Using the strength perspective, the authors disrupt the conventional and currently narrow usage of sisterhood to help develop strong, adaptive, flexible and responsive bonds among diverse female academics. The findings point to how using a “flock culture” – a membership-based philosophy – became the key support mechanism for the marginalized groups, empowering them to confront the systemic barriers within their profession.

First, the findings of this study are shaped by the intersections of factors such as ethnicity, age, race, religion and mode of employment, which all influences the participants’ lived experiences. Second, this study contributes to the transnational feminist movement by unveiling the contextualized barriers that junior academic females from various migrant backgrounds face and identify how they synergized their collective strengths to survive the challenging academic environment. Third, using the strength perspective, the authors disrupt the conventional and currently narrow usage of sisterhood to help develop strong, adaptive, flexible and responsive bonds among diverse female academics.

For the design of this case study, the authors used primary sources of information from the shops visited by them in preparation of the case and website of Fred Perry and secondary sources of information from both academic and journalistic publications.

Fred Perry is a premium clothing brand, well-known for its polo shirts. It was created by Mr Fred Perry, a British tennis player. The brand’s stated values are integrity, personality and individuality. Throughout its history, the brand has been adopted by different British subcultures but recently it has faced a challenge because of the brand appropriation by the Proud Boys, a US far-right white supremacy group and other extremist groups as Antifa and hooligans. The nature and actions of the group mean that Fred Perry runs the risk of losing control over its brand equity. This brand hijack means that Fred Perry risks alienating some of its customers by openly opposing the group but also by embracing this subculture’s appropriation. Practically, the brand opposed the appropriation in a press release and by putting an end to the sale of the black and yellow polo shirts in the USA and Canada. Fred Perry has also made a lot of efforts to reposition the brand away from extremist groups while maintaining its strong historical and cultural roots. Through this case study, students will have the opportunity to discuss this topic and explore solutions for brands that face this type of dilemma.

This case is designed to be used in a marketing management, brand strategy or consumer behavior/culture course, especially in the subfield of market segmentation in the telecommunications sector. Specifically, this case is designed for college seniors or master students with basic strategic marketing training. This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. It provides the basis of discussions on the topics of brand management, consumer culture, consumers-brands relationships, brand architecture, brand equity, brand appropriation and repositioning strategy.

Hospitality firms adopted diverse hiring policies and public declarations of support for LGBTQ+ causes through brand activism. The impact of activism on LGBTQ+ employees’ workplace experiences has been ambiguous. This study aims to examine the hospitality and tourism employees’ perceptions of gay and lesbian leaders as token-hires among hospitality employees and the spillover effect on company’s motives for hiring the leaders. This study further explores LGBTQ+ employees’ reactions to token-hiring as a form of activism, and how workplace interactions as passing/revealing LGBTQ+ individuals shaped their career development.

This research adopted a sequential mixed-methods design. An experiment examines how employees judge gay vs lesbian hospitality leaders as token hires, contingent on their own gender identity. It further tests the conditional mediation of tokenism on company’s egoistic motives for activism. A qualitative study explores the reactions to token-hiring as activism from the perspective of LGBTQ+ leaders who reflect on their own careers and workplace experiences.

Tokenism in the hospitality workplace is recognized as the phenomenon attributed to groups at the intersection of identities (e.g. gay men). Findings demonstrate the spillover effect of tokenism perceptions of gay male leaders by other men on company’s egoistic motives for activism. This effect is not observed for a lesbian female leader. Results from interviews suggest that hospitality and tourism LGBTQ+ employees predominantly take the post-gay vs political approach when managing their sexual identities at work and feel ambivalent toward token-hiring as LGBTQ+ brand activism.

This research contributes to understanding workplace challenges of LGBTQ+ employees and how they are perceived by others contingent on gender identity. It also explores the role of tokenism in their experiences.

The lesbian, gay, bisexual, transgender, queer, intersex and others (LGBTQI+) movement has been the focus of companies that seek to win over consumers by supporting diversity. Any positioning, however, that is not perceived as being consistent and genuine can harm the brand's image. Through a queer theoretical perspective, the authors explore perceptions of LGBTQI+ consumers regarding brand activism.

Qualitative research was carried out that involved interviewing Brazilian consumers who are part of the LGBTQI+ community.

Aspects of the identity of these individuals draw closer to those brands that share the same values the individuals have. Brand activism is perceived positively in terms of the brand's representativeness and social impact. When activism is perceived as inauthentic, activism generates a backlash and consumers begin to boycott brands as the consumers associate positioning with woke-washing practices.

The results indicate that to adopt an activist stance with regard to the LGBTQI+ public, brands need to be consistent in the brands' communication and advertising and in brands' organizational culture and diversity. This research provides important indicators for brands that genuinely want to support the LGBTQI+ community and is the first to use queer theory to analyze brand activism.

This paper aims to examine how and why consumers respond to chief executive officer (CEO) activism on social media. The authors developed a conceptual model that proposes impression management as a mechanism for consumer response to CEO activism.

In Study 1a, the authors examined 83,259 tweets from 90 CEOs and compared consumer responses between controversial and noncontroversial tweets. In Study 1b, the authors replicated the analysis, using a machine-learning topic modeling approach. In Studies 2 and 3, the authors used experimental designs to test the theoretical mechanism.

On average, consumers tend to respond more to CEO posts dealing with noncontroversial issues. Consumers’ relative reluctance to like and share controversial posts is motivated by fear of rejection. However, CEO fame reverses this effect. Consumers are more likely to engage in controversial activist threads by popular CEOs. This effect holds for consumers high (vs low) in public self-consciousness. CEO fame serves as a “shield” behind which consumers protect their online image.

The study focused on Twitter (aka “X”) in the USA. Future research may replicate the study in other social media platforms and countries. The authors introduce “shielding” – liking and sharing content authored by a recognizable source – as a tactic for impression management on social media.

Famous CEOs should speak up about controversial issues on social media because their voice helps consumers engage more in such conversations.

This paper offers a theoretical framework to understand consumer reactions to CEO activism.

This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory historical overview briefly discusses coloniality, capitalism, eugenics, modernism, transhumanism, neo-liberalism, and liquid racism. Then, the special issue articles on colonial-based commodity racism, racial beauty imagery, implicit racial bias, linguistic racism and racial imagery in ads are introduced.

The historical introduction is grounded in a review of relevant literature.

Anti-racism efforts must tackle the intersection between neo-liberalism and racial injustice, the “raceless state” myth should be re-addressed, and cultural pedagogy’s role in normalizing racism should be investigated.

To stop perpetuating raced markets, educators should mainstream anti-racism and marketing. Commodity racism provides a historical and contemporary window into university-taught marketing skills.

Anti-racism efforts must recognize neo-liberalism’s pervasive role in normalizing raced markets and reject conventional wisdom about a raceless cultural pedagogy, especially with the emergence of platform economies.

Little previous research has tackled the history of commodity racism, white privilege, white ideology, and instituting teaching practices sensitive to minority group experiences.